I will try to examplify what I mean. Once I was gonna trade in my old car for a new model. Because of my job I needed an estate/station wagon. Because of the high mileage travel I knew I needed a diesel engine. And we got long winters and much snow so I decided to go for a 4x4. Those where my needs. A lot of cars could fill those needs. There was SUV's, station wagons, german cars, swedish ones, japanese etc. I didn't study each motor, the 4x4 system or use a tape measure for the boot. I went to a few dealers and looked around, took a few testdrives and narrowed things down. It came down to a choice between two german makers and one swedish. I could choose either one of those, they all would work for my needs. What made the choice simple was how one manufacturer met my needs without being a sales dick, you know the type. In examples regards to seating, I got the updated seats without additional costs, even those cost extra. I got an additional winter package at no cost, even if it in the price list that was extra. So a diesel heater was added and I got vented comfort seat.
If I was to study the 4x4 systems, the engines, turbos etc I am sure there would be a lot of technical details. That was not important to me, first of because this was a work vehicle, and second because I had to speed up the purchase process to ensure I got the new car within the set time frame, mind you I was selling my old one and would need to make the overlap between cars as small as possible.
The salesman who "won" the sale was the salesperson that best met my needs and that could show me something that was different from the others. He went down on the price on some add ons, but he gained the sale of a car, additional wheel sets, roof box, satnav, etc and not to mention after sale follow up and services. He made it easy for me to be brand and shop loyal and stop by their shop for service and aftermarket purchases because he was cool and listened to my needs when I was on the look out, rather then being a badass salesperson that focus solely on the biggest revenue possible.
Make sure you take the right lesson from this. The point of this is not about price, or discount. Nor is it about in depth tech stuff. I didn't study tech spec sheets and compare, and from what I've hear it seems that is more common then you might think. It is about people and how people interact and build relations.
Since that purchase I've bought two other cars from the same dealer. The super price was only the first purchase, and I am fine with that. But the important thing is he build trust and loyalty. If they had electric cars I might have gotten my last car from that dealer as well. Maybe next time the do have electric and I go back possible?